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Communicator credibility, personality factors and customer responses to comparative advertising claims

Bennett, Roger - In: Marketing Intelligence & Planning 15 (1997) 2, pp. 85-96

the message communicator is held may affect customer responsiveness to comparative advertising. However, asymmetric … studies which concluded that comparative advertising exerts significant effects on consumer behaviour and that comparative …

Persistent link: https://www.econbiz.de/10014946569

Women in advertising: a comparison of television advertisements in China and Singapore

Siu, Wai‐sum; Kai‐ming Au, Alan - In: Marketing Intelligence & Planning 15 (1997) 5, pp. 235-243

typically examined western television commercials only, leaving open the question of the cultural influence on advertising’s sex … roles in advertising and compare content analysis findings for Chinese and Singaporean television advertisements. Results … reveal that stereotypes are found in the advertising of Singapore and China, but are manifested in different ways. Discusses …

Persistent link: https://www.econbiz.de/10014946582

Direct marketing in postmodernity: neo‐tribes and direct communications

Patterson, Maurice - In: Marketing Intelligence & Planning 16 (1998) 1, pp. 68-74

might have to play within a postmodern world and argues for a focus on direct response television advertising. …

Persistent link: https://www.econbiz.de/10014946610

Managerial mindsets and the symbiotic relationship between sponsorship and advertising

Zafer Erdogan, B.; Kitchen, Philip J. - In: Marketing Intelligence & Planning 16 (1998) 6, pp. 369-374

Both advertising and sponsorship are key areas of marketing communications activity, though the latter has acted as a …

Persistent link: https://www.econbiz.de/10014946635

Switching advertising agency – a cross‐country analysis

Ghosh, B.C.; Taylor, David - In: Marketing Intelligence & Planning 17 (1999) 3, pp. 140-148

The specific objectives of this research were to gain an understanding of the causes of advertiser account switches in New Zealand and Singapore and compare these results with Michell’s USA and UK studies. The main finding of this study is the reasons for broken agency‐client relationships...

Persistent link: https://www.econbiz.de/10014946656

In pursuit of youth: what’s wrong with the older market?

Carrigan, Marylyn; Szmigin, Isabelle - In: Marketing Intelligence & Planning 17 (1999) 5, pp. 222-231

The media today remain focused on capturing the “youth market”, despite the population changes which suggest that older rather than younger consumers are becoming demographically and economically more attractive. Advertisers in particular are guilty of portraying older consumers in...

Persistent link: https://www.econbiz.de/10014946665

Measuring the effect of political advertising and the case of the 1995 Irish Divorce Referendum

Harris, Phil; Lock, Andrew; O’Shaughnessy, Nicholas - In: Marketing Intelligence & Planning 17 (1999) 6, pp. 272-280

Reviews the political advertising literature at the start of the run‐up to the 1997 UK general election and looks at … possibility that one can measure the effectiveness of political advertising. Outlines the literature on the measurement of … political advertising, analyses data from the result and posits ways in which some of these doubts in measurement could be …

Persistent link: https://www.econbiz.de/10014946670

Marketing: Is It Leading or is It Following Consumers?

Jenkins, Roy - In: Marketing Intelligence & Planning 4 (1986) 1, pp. 47-54

Roy Jenkins parallels the sphere of marketing with that of politics. A correct strategy, market research to enhance presentation and keep the company in the public's eye, and a limited number of major objectives are his ideas for running a successful business, but as in politics the “hunch”...

Persistent link: https://www.econbiz.de/10014946727

Motivation Research

Henry, Harry - In: Marketing Intelligence & Planning 4 (1986) 5, pp. i-234

advertising field but it can also help in the formulation of production policy, solving packaging problems and marketing …

Persistent link: https://www.econbiz.de/10014946742

The business of memes: memetic possibilities for marketing and management

Williams, Russell - In: Management Decision 38 (2000) 4, pp. 272-279

the context of advertising and management theory. The conclusion from this project to operationalise the meme concept for …

Persistent link: https://www.econbiz.de/10014932196